Sales & Marketing. Inspiring consumer goods sector by everis

Transcription

1 Sales & Marketing Inspiring consumer goods sector by everis

2 Sales & Marketing: Sales & Marketing is a sensitive area for both our clients and we, so our approaching keys are: to increase market share, reduce costs for better margin and grow business focusing on profitability. These are the key factors to successfully guide our clients and their products through the path to success. What really matters everis has extensive experience in the consumer sector and specifically in S & M. The global vision that gives us working with customers of all kinds is the key to continue offering our services for provide successful solutions. Services: Sales Planning. Commercial Policy. Sales Force Automation. Trade promotion Management & Optimization. Customer and Client Engagement Center. Smart Point of Sale (IoT). Brand and Category Channel Management. Marketing Resource Management.

3 Sales Planning. In a market that is day by day more competitive and where managing customers is getting harder, the key success factor for a FMCG company, is performing an accurate sales planning. Many companies in this sector do not have a structured sales planning process that allows a proper forecast and monitoring of the performance, ultimately generating a misleading view towards overall company targets and strategy guidelines. Acting directly on volumes and demand planning, a consistent commercial plan naturally shows its central importance being a pillar all companies are relying to get a competitive advantage, aiming at tuning and fast adapting their time to market through a structured and decision making oriented process. Define a clear process built on different phases (e.g. yearly top-down target definition and monthly bottom-up refinements). Continuously monitor the main company KPIs, in order to see their variation during the year and adopt the necessary corrective actions. Improve the quality of the sales forecast process, with direct effects on P&L. Improve alignment across Business areas (Marketing, Sales, Finance and Demand Planning). Provide a clear view of the actual status during the year, giving more possibilities to react in time and meet the company targets. Have a consistent, well structured and company wise shared Customer Business Plan. Experience across all disciplines required for success (FMCG business process knowledge, System Integration, Analytics and SAP). Proven methodology and case history of projects implementation (Local, Regional and Global).

4 Commercial Policy. The increase in complexity, the focus from customers on continuous Price Reductions, the Private Label growth or the loss on promotional efficiency (just maintaining categories), could be the main reasons to look for a Strategic Commercial Policy, that: Should be profitable. Should be consistent along and within Customer, Channel and Category Strategies. Adds a proposition of Value. Analysis of current price Structures and Actions (on and off invoice). Net prices. Identify price components that maximize value added and received. Build a clear and coherent Commercial Strategy. Build clear tested guidelines for Commercial and Trade Marketing Departments always aligned with Global Strategy. Implement and/or build the tools needed to manage the Commercial Strategy (net prices, off-invoice conditions, analytics, etc ). Business Consulting Experience across all disciplines required for success: Strong knowledge on FMCG Manufacturers. FMCG Sales & Marketing Knowledge assets. Business Analytics and IT Solutions.

5 Sales Force Automation. A common mistake in FMCG companies is think about SFA as a software solution. In fact, this wrong philosophy is not the main reason of failed projects with huge losses of money, but also unsatisfied Field Forces. So the key success factor in the development and execution of a SFA consists in designing a solid sales process in the Organization before choosing and installing the software or technological solution. Simplify and automatize all the Sales process stages: from the first contact with the client, the successive interactions ( s, appointments, phone calls, ), the tracking of on going opportunities, to the closing of a sale. Contact Management & Scheduling. Create an Activity Planning that helps the sales rep to organize the daily route. Get a 360-degree Customer view. Provide a Customer segmentation and classification. Sales Order Management with suggested orders, according to the rules established by the business. Configure and Plan promotional offering. Point of Sale Data Collection (On-Trade/Off-Trade). Working Off-line. Integration with Contact Centers. Experience across all disciplines required for success (FMCG business process knowledge, Sales Force Automation systems, System Integration, Reporting and Analytics). Proven methodology and success stories of projects implementation (Local, Regional and Global).

6 Trade Promotion Management & Optimization Nowadays, what sales experience and customer knowledge can only suggest, shall be supported by facts and more precise estimations of the investments, thus impacting not only the overall efficiency of each action but also increasing the effectiveness of Marketing/Product programs as well as the accuracy of the Demand planning forecasts. Within this framework the challenge is to get faster, reducing the overall lead time to plan, measure, optimize. Increase investment profitability and market share. Keep the correct balance between trade margin and customer profitability. Overall sustain and improve the customer business plan and the overall company sales planning activities. Improve Promo Efficiency through promo simulations and scenarios comparison. Improve Promo Efficacy during execution through higher number of information transferred to Sales Force (e.g. Incremental Sales, Lift %, ROI and Promo P&L). Improve data accuracy, by evaluating also the sell-out info (where available). Experience across all disciplines required for success (FMCG business process knowledge, System Integration, Analytics and SAP). Proven methodology and case history of projects implementation (Local, Regional and Global).

7 Customer & Client Engagement Center. Customer Relationships with a win-win approach are not only matter of business (money), but also it can only can be brought to life in the base of a close collaboration. Emotions have a lasting effect, development of this type of bonding with Customers drives the business to new levels of success. Therefore, the objective of a Collaborative Relationship, is to enhance Customer Satisfaction by improving the quality of Service, based on Customer Oriented Strategies that add Value to the Clients. Assist on building up a closer Relationship with Consumers. Detecting the gaps of Business against the New Order of Digital Marketing. Advice on the latest trends of Brand Loyalty and Technology related. Accompanying in the implementation of a Digital Consumer Engagement Framework. Increase Knowledge on the Consumer Journey. Business Consulting Experience across all disciplines required for success: Strong knowledge on FMCG Manufacturers. FMCG Sales & Customer Service Knowledge assets. Business Analytics and. IT Solutions.

8 Smart PoS (IOT). IoT capabilities in the client s point of sales (mainly HORECA). Customer engagement, sales activation, operational effectiveness, maintenance excellence. Effectiveness on replenishment, trending to zero stock disruption in the point of sales. Collaboration between industry and customer improving commercial relationship. Proximity to the Consumers. Others activities related to in store retail execution. Efficient maintenance and asset lifecycle management. Geolocation and all related benefits. Experience across all disciplines required for success (business consulting, FMCG knowledge, Analytics and IoT). Business approach to power real benefits underpinned by technology. We have different assets that will allow us to shape the information obtained through the sensors. This information can be viewed in dashboards, in real time, or even perform predictive maintenance.

9 Marketing Resource Management. Historically Marketing area has not been demonstrated high maturity levels regarding usage/adoption of integrated IT solutions on FMCG industry.. On the other hand, this profile type naturally comprise less analytical & controlling view, clarifying as well why enterprise technology solutions are not so adopted in this case. Furthermore Marketing areas in the FMCG industry usually works with agencies of different sizes along years producing and providing them pieces of marketing & collateral. Recently it has been observed an increasingly change related to how to distribute technology budgets between both IT and Business segments in the FMCG industry. More dynamic channels, digital places, and proximity with shoppers and consumers are bringing to the Marketing & Sales areas a spotlight and they have been receiving more and more budget than ever. Thus, there is a crescent demand to control and keep efficient the Marketing Resources (such as people, plans, budgets, projects, tasks, assets and branded content), and consequently improve integration across satellite applications connect to the enterprise ones (ERP, CRM, SFA, REM, etc.). Structured design and implementation approach, supported with the right capabilities to: Ensure Business oriented view and focus on specific company issues Set up a realistic and sustainable model, supported by the right IT and analytical capabilities Experience across all disciplines required for success (business consulting, FMCG knowledge, Analytics and SAP) Large background regarding system integration; Business approach to power real benefits underpinned by technology;

10 Sales & Marketing Inspiring consumer goods sector by everis